Choosing the Right Writing Style
Many companies today have technical writers and marketing people on staff.
While both may have terrific writing skills, it's important to consider
your goals before selecting the right writer for the job. Technical writers
and marketing writers typically have different audiences and purposes for
their publications.
Technical Writers and Their Craft
Technical writers possess in-depth knowledge of the technical aspects of
a company's products. They're adept at preparing product-based technical
documents such as:
- Product descriptions
- How-to manuals
- Scientific papers
Effective technical documents:
- Organize information logically
- Provide precise directions or guidelines
- Present complicated technical information in an easy-to-understand format
According to the Institute of Technical Writing, good technical writing
enhances customer satisfaction and reduces the number of calls to the technical
support department. Why? Because consumers understand how to make the
products work.
Marketing Writers and Their Craft
People who specialize in marketing communications often wear two hats — part
sales person, part writer. Proficient at boiling down technical info, they
avoid tedious details and create copy designed to sell. They're skilled
at writing PR material such as:
- News releases
- Newsletters
- Web copy
- Brochures
According to the American Marketing Association, effective marketing copy
plays a key role in turning potential customers into paying ones. AMA
offers these suggestions:
- Write copy from customer's point of view
- Emphasize benefits, not features
- Differentiate yourself from the competition
- Use headlines to gain attention
- Keep it short
- Close with a call to action
Do you have plenty of technical writers but are low on good marcom writers? Contact
Proven Systems. We can write and produce your email newsletter (970)
223-6565. |
